Introduction To Writing Copy With AI
AI isn’t just a tech buzzword anymore. It’s embedded in marketing, customer service, and content creation. As web designers and marketers, we use AI every day. So the real question becomes: should you use AI to write website content, or will it undermine your SEO and brand voice?
In a hurry? Here’s the short version:
Use AI as an Assistant, Not a Publisher
Let AI handle repetitive, structured tasks, but always have a human add fact-checking, tone, and brand authenticity.
HubSpot’s latest report shows 66 % of marketers use AI tools in their daily work.
AI is here to stay – but using it effectively is the real challenge.
What Do We Mean by AI-Written Content?
AI-generated vs AI-assisted workflows
Most successful marketing teams use AI-assisted workflows. Here, the use of AI balances speed with quality control, avoiding unguided reliance on the technology.
- AI-generated: The AI tool writes a full article/ post/ advert from your prompt.
- AI-assisted: You feed AI research, outlines, or drafts, then edit and perfect it.
Formats AI Can Handle
Long Form Website Content
AI can generate blog posts, articles, and website landing pages very quickly. However, these should be regarded as ‘drafts’ and need careful human editing to add originality, fact-checking, and your true brand’s voice. Think of AI as the first draft writer, not the final publisher.
Short-Form Copy
Where AI shines is in small, repeatable snippets. Such as social captions, advert copy, meta descriptions, and attention-grabbing headlines. Because these are short and formulaic, AI tends to produce usable results faster than a human, saving you time without much quality loss.
Summaries and FAQs
AI is also great at condensing longer text into key points. That makes it ideal for FAQ pages, summaries of services, or even brief policy overviews. Just make sure a human actually checks the accuracy of the text before publishing.
Bullet Points and Product Blurbs for E-Commerce
AI can quickly turn product specifications into easy-to-read blurbs or produce bulleted lists of features and benefits. Again, human editing will ensure that these blurbs don’t sound too generic or overly repetitive.
What “Good Content” Means in 2025
E-E-A-T in Simple Terms
This is important! Google rewards content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. (developers.google.com).
No AI can replace lived experience, but human edits can. Don’t forget to incorporate author bios, define reputable sources, and demonstrate your experience wherever possible.
Brand Voice and Real Reader Usefulness
When considering whether you should use AI to write website content, remember that human editing brings empathy, humour, and clarity. Using AI alone often results in the text lacking real warmth or specific brand alignment.
Pros and Cons of Using AI to Write Website Content
Where AI Helps to Write Website Content
- Speed: Instantly drafts hundreds or thousands of words
- Ideation: Great for brainstorming titles, outlines, and FAQs
- Consistency: Maintains structure and tone across content
- Short-form: Quick creation of metadata, introductions, and product copy
A Stanford/MIT study found AI-assisted customer support staff saw a 14 % productivity increase. (pubmed.ncbi.nlm.nih.gov)
Another study showed writers worked 40 % faster with AI, with an 18 % increase in quality. (nber.org)
Where AI Falls Short Writing Website Content
- Originality: AI tends to regurgitate what it’s seen before
- Accuracy: May hallucinate or use outdated or incorrect data
- Nuance: Cannot emulate empathy, cultural sensitivity, or humour
- Brand voice: Often sounds too generic without a writer’s edit. Most people have read some word soup and thought, “This sounds like AI”.
How Search Engines Treat AI Content
Quality Over Method
What is really important to remember is not to believe every SEO rumour circulating on socials. Many sources will tell you that search engines will detect the use of AI on your website and down-rank you for it. This is not necessarily true.
To be clear :
Google doesn’t punish AI-generated content. It penalises low-quality content, whether AI-made or not.
High-Risk Niches (YMYL)
Subjects around health, money, and legal outcomes are known in the industry as “Your Money or Your Life”. They require extra special care – here AI content must be backed by expert review and reputable (checked) sources.
Responsible Workflow for When You Use AI to Write Website Content
Briefing and Prompting
Be precise: specify audience, tone, length, and structure. Better prompts = better drafts.
Human Editing and Fact-Checking
Always verify names, statistics, and claims made by the AI. Run plagiarism checks before publishing.
Use Unique Media
Support your words with custom charts, screenshots, or diagrams. Don't just use stock images.
The Ultimate Prompt Creation Prompt!
Did you know you can use an AI LLM to create its own prompts?
Use this prompt (adapted from godofprompt.ai):
You are my Expert Prompt Creator. Your job is to help me iteratively craft the most effective prompt to use with [AI_NAME]. The prompt you generate must be written in my voice (first person), as a direct request to [AI_NAME]. When details are unknown, use square-bracket placeholders like [TARGET AUDIENCE] rather than inventing specifics.
Output format for each iteration (except the very first message):
**Prompt:**
> Write the best possible prompt based on what we know. Keep it concise but complete (aim 120–250 words unless complexity requires more). Use my voice and address [AI_NAME] as “you.” Include any constraints, tone, format, and success criteria. Use [PLACEHOLDERS] for unknowns. Do not include extra quotation marks.
**Possible Additions:**
Provide 2–3 short, uppercase-alpha options (A, B, C) that I can drop directly into the Prompt to add useful detail. Keep each to one line.
**Questions:**
Ask 2–4 targeted questions that would materially improve the Prompt. Avoid questions that restate what we already covered.
Rules:
– If I do not specify [AI_NAME], assume a general-purpose LLM.
– Use British English unless I request otherwise.
– Do not disclose chain-of-thought. Provide final answers only.
– Never fabricate facts. Prefer [PLACEHOLDERS].
– Version each iteration like v1, v2 and include a one-line change note.
Process:
– We iterate: I choose additions and answer questions, you update the Prompt and repeat.
– When I say “finalise,” output only the final **Prompt** block plus a one-line “How to use” tip, and stop.
Before we start:
Greet me and ask what the prompt should be about. Also ask for any must-include constraints (audience, goal, format, tone, sources, length, exclusions). Do not display the sections on this first response.
SEO and Compliance Essentials When You Use AI to Write Website Content
Headings, Structure, and Natural Keywords
Organise the AI text with clear headings and paragraphs. Use search-friendly phrasing, such as “use AI to write website content,” naturally in your text.
Schema, Metadata, and Internal / External links
Remember to include metadata and structured markup on web pages.
Useful Tip:
Don’t forget to tag images’ alt text with unique descriptions in line with on-site SEO principles (as mentioned in our blog on SEO basics).
Disclosure and Transparency
Include author bylines and note when AI helped if necessary. Google encourages transparency if readers might ask, “How was this content written?”.
For example, the layout and draft of this very blog post were written with Chat GPT and then edited by Tom – a human (well mostly!)
When You Shouldn’t Use AI to Write Website Content
Medical, Financial, Legal, or Safety-Critical Content
We’ve mentioned this before, but we would not be doing our ‘due diligence’ if we didn’t highlight it again for impact. In these (YMYL) high-risk niches, only ever publish after expert review. AI does not shoulder liability – you will.
Opinion, Political, or Cultural Content
These demand real emotion, context, and the lived experience of a real human – something AI currently lacks.
Measurement and Maintenance
Engagement and Conversion Metrics
When you use AI to write website content, track the dwell time, Click Through Ratio (CTR), and conversions. If AI content is underperforming, then it’s time to add human polish.
If you aren’t sure what these terms mean, check out our Complete Guide to Web Analytics.
Refresh Frequency
What Is Evergreen Content?
Should You Use AI to Write Website Content - Use A Decision Checklist
If you use AI to create website content, before you finalise:
Is This Page High-Risk?
Do I Have SME or Editorial Oversight?
(Subject Matter Expert)
Does The content Need Original Insight Only I Can Provide?
If no, then don’t rely solely on AI.
FAQs About AI Website Content
What’s the Best Way to Use AI for My Website?
Use it for brainstorming, outlines, summaries, FAQs, and metadata. Always have a human review for accuracy, tone, and SEO.
Can AI Help Update My Old Website Content?
Can Google Tell if My Website Content Is Written by AI?
Can AI Replace Human Writers Completely?
Not realistically. AI is a useful assistant for speed, structure, and idea generation, but it can’t replicate lived experience, creativity, or nuanced brand storytelling.
Will AI-Written Content Hurt My Search Engine Rankings?
To Conclude - Can You Use AI To Write Website Content?
Yes, you can use AI to write website content, but only as your assistant. Let it create ideas and drafts, then add human elements – oversight, accuracy, and brand voice. That’s how you create fast, authentic, and SEO-friendly content that readers and search engines both respect.
Need Help If You Choose To Use AI to Write Website Content?
Still thinking of using AI on your website, whether it’s to create text content, images, videos, or even chatbots and booking systems? We can help.
At Thanks Tom Web Design, we offer AI Usability Audits to show you exactly where AI can be an asset to your business. From content creation to customer interactions, we’ll highlight opportunities to save time, cut costs, and stay competitive – without losing your unique brand voice.
Get in touch today to book your audit and see how AI could make your website work smarter for you.